모바일 정보기술의 수용 후 이용중단의도에 관한 실증연구

As the applications of innovative information technology such as mobile internet, mobile banking, DMB Service have spread widely into our everyday life, we have seen that many people who had adopted it already stopped using it or made the decision of discontinuance or do not use IT applications. Moreover, the post adoption behavior of discontinuance has been found to be different among various cultures, especially marketing. The main objectives of this study are to understand the common pattern of the post-adoption behavior of discontinuance in the Information Technology such as Mobile Applications and to explore the impacts of influencing factors on the discontinuance behavior of users. This paper presents a discontinuance model in post-adoption context and tests the results for the validities and reliabilities of the questions to empirically measure the model and propose the model that is fitted most statistically, using the structural equation modelling. From the Empirical Result, I concluded that discontinuance intention is primarily affected by perceived usefulness, and familiarity, risk, dissatisfaction, attitude, value, popularity are playing important roles in decision making to discontinue to mobile service. Therefore this study would help the managers in mobile company in developing the strategy to induce the customers to stick more the service not to break away.